Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Tools, Tech, and Processes to Scale Your Enterprise Social Media Programs

1,601 views

Published on

Want an in-depth look at how integrating the right tools and processes can help you scale your social media program? Check out Megan' Conley's presentation from #SMMW18!

Published in: Marketing
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Tools, Tech, and Processes to Scale Your Enterprise Social Media Programs

  1. 1. @megconley www.social-tribe.com/smmw18 Tools, Tech, and Processes to Scale Your Enterprise Social Media Programs Megan Conley CEO + Founder
  2. 2. @megconley www.social-tribe.com/smmw18@megconley www.social-tribe.com/smmw18 Disclaimer • All knowledge, no pitch. I promise • Use the hashtag #SMMW18, but please take good photos #kthanks • Ask questions! I’m friendly  • Get the goods www.social-tribe.com/smmw18 • Let’s be friends @megconley @socltribe
  3. 3. @megconley www.social-tribe.com/smmw18@megconley www.social-tribe.com/smmw18 Social is the foundation for a great customer experience
  4. 4. @megconley www.social-tribe.com/smmw18 Your customers don’t care • How big your company is • The complexities of your organization • Where you are in the world • What you want @megconley www.social-tribe.com/smmw18
  5. 5. @megconley www.social-tribe.com/smmw18 Customers expect • Seamless experiences • Hyper-relevant information • Personalized interactions • Real-time communication And that’s just the basics @megconley www.social-tribe.com/smmw18
  6. 6. @megconley www.social-tribe.com/smmw18 80% of CEOs believe they deliver a superior customer experience Less than 10% of their customers agree
  7. 7. @megconley www.social-tribe.com/smmw18@megconley www.social-tribe.com/smmw18 Over the next 3-5 years, 75% of marketers say they will be responsible for the end-to-end experience over a customer’s lifetime Marketers are the heroes of today’s customer experience
  8. 8. @megconley www.social-tribe.com/smmw18 Why do so many enterprise brands fail to deliver the experience customers expect?
  9. 9. @megconley www.social-tribe.com/smmw18 Scale
  10. 10. @megconley www.social-tribe.com/smmw18 The good guys of scaleThe good guys of scale • Stakeholders • Processes • Workflow • Technology @megconley www.social-tribe.com/smmw18 • Data
  11. 11. @megconley www.social-tribe.com/smmw18 The good guys of scaleThe bad guys of scale • Disjointed data • Silo’d teams • Disparate processes • Point solution tools @megconley www.social-tribe.com/smmw18
  12. 12. @megconley www.social-tribe.com/smmw18 Scaling is an inside job 1. Strategy 2. Infrastructure 3. Collaboration Customer journey (Strategy) Get rid of silos (Collaboration ) Build the team (Infrastructure ) Determine the channels + platforms (Strategy) Develop the process (Collaboration ) Find the right tools (Infrastructure )
  13. 13. @megconley www.social-tribe.com/smmw18 Strategy: Flying Blind Ain’t Fun
  14. 14. @megconley www.social-tribe.com/smmw18 Know thy customers If you don’t know who your customers are – stop. Do not pass go, do not collect 200 dollars.
  15. 15. @megconley www.social-tribe.com/smmw18 Do your homework Age, gender, household income, location Attitudes, interests, hobbies Demographics Psychographics Buyer persona WHO? Pain points + challenges Goals + Objectives Industry trends Where do they collect information? Online conversations Social buzz Relevance WHAT? Social listening Content strategy Social strategy Influencers Digital ‘watering holes’ WHERE?
  16. 16. @megconley www.social-tribe.com/smmw18 Tactics + tools • Demographics Pro– demographics + competitive insights • FollowerWonk– demographics + competitive insights • Audiences – demographics + psychographics + competitive analysis • Social Mention – social listening + sentiment analysis • MakeMyBuyerPersona – step-by-step online wizard to create a buyer persona
  17. 17. @megconley www.social-tribe.com/smmw18 Obsess over your customers ANDRE WILLIAMS Online Retail Merchandiser DEMOGRAPHIC INFO Gender: Age Group: Location: Income: Marital Status: Household Size: Male 25-29 Major City $30k - $39k / year Single 2-3 people ACTIVITIES & HOBBIES Fashion, Music, Writing/Blogging, Going to Clubs/Bars WHERE TO FIND THEM Social Media: Websites: Magazines: Instagram, Snapchat GQ, Genius, Hypebeast Rolling Stone, Esquire BUYING HABITS Sole decision maker. Researches and reads reviews. Prefers quality over economy. ATTITUDE & VALUES Prefers to shop with ethical brands. Values time spent with friends. GOALS & CHALLENGES Wants to be as informed as possible, but short on free-time due to work.
  18. 18. @megconley www.social-tribe.com/smmw18 Collaborate: Build Windows
  19. 19. @megconley www.social-tribe.com/smmw18 If you want to go fast, go alone. If you want to go far, go together. – African proverb
  20. 20. @megconley www.social-tribe.com/smmw18 Your job (at first)
  21. 21. @megconley www.social-tribe.com/smmw18 Global • Social governance • Best practices Regional • In country marketing leads • Lead gen Align key stakeholders Immediate • Product Marketing • Sales • Comms • AR + PR • Lead Gen • Partners
  22. 22. @megconley www.social-tribe.com/smmw18 Build a collaboration hub Team Alignment Campaign Tagging Approval Process Topic Partner Ecosystem Employee Advocacy Amplification Tracking
  23. 23. @megconley www.social-tribe.com/smmw18 Collaboration Tools  Transparent  Accessible  Self-service  Real-time
  24. 24. @megconley www.social-tribe.com/smmw18 Define the process
  25. 25. @megconley www.social-tribe.com/smmw18 Develop a repeatable, scalable process Collaboration hub Community Management Editorial + social management system Local Regional Global Social Promotion Stakeholder alignment Regular meetings Content planning Performance review Transparent Accessible Self-service Day-to-day execution Local, regional + global activation Amplificatio n Employee Advocacy Regional Activation Influencer Networks
  26. 26. @megconley www.social-tribe.com/smmw18 Key functionalities + tools Multi-channel management Best-in-class enterprise solutions Cross-functional capabilities Scalability Social governance Customized reporting
  27. 27. @megconley www.social-tribe.com/smmw18 Recap The disconnect is real Marketers are the hero’s of today’s customer experience Scaling is an inside job Collaboration is key – don’t go it alone Tech + tools to accelerate – not replace
  28. 28. @megconley www.social-tribe.com/smmw18 More goodies! What more tools? Take our tailored online assessment to find out which social, content + influencer tools are right for your program Expert guidance. After taking the assessment – set up a 15 min chat more about how these tools can work for your biz Free collaboration template! Get a jump start on scaling with our custom designed collaboration template – ready for download www.social-tribe.com/smmw18
  29. 29. @megconley www.social-tribe.com/smmw18
  30. 30. @megconley www.social-tribe.com/smmw18 Thank you!

×